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Nearly $30 billion in ad spend will skip the ad triopoly: Meta, Google, and Amazon will see pullbacks as advertisers explore other options

Over half (57.8%) of US consumers prefer to use Google search over AI platforms like ChatGPT when they need a factual answer, according to a December 2024 survey from Pearl conducted by Censuswide.

Google鈥檚 AI Max product promises one-click boost to ad performance: AI integration will allow for advanced query matching, but a Chrome sell-off looms large.

Marketers are cutting branding spend in favor of performance media: Search and retail win as caution dominates strategy.

On today鈥檚 podcast episode, we discuss why Google is now keeping third-party cookies, who鈥檚 most likely to buy Chrome if they have to sell it, and the impact of AI Overviews so far. Join Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Principal Analyst Yory Wurmser. Listen everywhere and watch on YouTube and Spotify.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

GenAI use is widespread in creative marketing: Leadership, however, is focused on operations over content outcomes.

More than just a cloud leader: Microsoft ad revenues surged 21%, gaming stabilized, and LinkedIn grew, too.

Amazon鈥檚 earnings follow a familiar pattern: The retailer expects solid sales growth as investments in convenience resonate with shoppers, but profits will be pressured as tariffs take their toll.

By automating reservations, triaging inquiries, and personalizing responses, Yelp is betting that smarter services will keep businesses paying and users engaged.

A second federal judge says Google is a monopoly: The ruling, targeting Google鈥檚 ad servers and exchange, could rewrite the rules of digital advertising.

ChatGPT's shopping tool threatens retail media revenues: Its product search could siphon ad dollars from retailers struggling with tariffs, higher prices, and weak demand.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Tech giants are restructuring to pour resources into AI, signaling leaner ad budgets and a growing reliance on automation-driven customer engagement

No matter when or how they land, President Donald Trump鈥檚 tariffs will shake up retail and digital media.

Google鈥檚 core businesses remain strong in Q1: Browser scrutiny and AI search shifts could test the foundation of its power

Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It鈥檚 a pivotal time for paid search, with Google鈥檚 ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.

The opportunity is sizable given that 61% of B2B marketers worldwide cite search engine marketing as the paid channel producing the best results, per the Content Management Institute (CMI). This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Google still dominates search in the US with 87.3% of the total referral traffic, according to February data from StatCounter.